1. Ilaris (ACZ885, canakinumab) 2013 PR & Communications Plan 20 September 2012 This document represents proposals for discussion by Management. Strategies / Concepts / Projects described herein may need significant modifications before implementation, and no project should be considered final until it has been fully approved by the appropriate Novartis review process. Novartis will only implement programs that are fully consistent with all applicable laws and regulations as well as Novartis companies’ policies. The sales estimates described in this document are based on the impact of Marketing Activities.

2. CONFIDENTIAL. Novartis business use only. Who is with you here today 2 Rute Frazao Marques Global Head, Franchise Communications IHC Helene Ellison Senior strategist Global Chair, B-M (NY) Deborah Burrage XXXX Manager, B-M (London) Sarah Cornhill XXXX Director, B-M (NY)

3. CONFIDENTIAL. Novartis business use only. Today’s agenda  2013 PR strategy built on five Ilaris PR strategic imperatives  Our strategic and creative vision to drive the Ilaris value story Our vision for the future Critical steps to take in 2013 Ilaris programming  Orchestration for success 3

4. CONFIDENTIAL. Novartis business use only. Ilaris to 2014 and beyond: ensuring success through multiple launches 20122013 >2014 QUESTIONS ADDRESSED (SJIA+GA) ENSURE SUCCESSFUL LAUNCHES & UPTAKE; (AI) UNDERSTAND MARKET (SJIA+GA) ENSURE CONTINUED GROWTH; (AI) ENSURE SUCCESSFUL LAUNCHES & UPTAKE 4

5. CONFIDENTIAL. Novartis business use only. Our charge… 5

6. CONFIDENTIAL. Novartis business use only. SI5SI4SI3SI1 Your strategic imperatives adapted for PR 6 SI2 Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science Expand scientific and community understanding of Ilaris efficacy and safety Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external) Ensure market preparedness for upcoming launches

7. CONFIDENTIAL. Novartis business use only. OUR INSIGHTS 7

8. CONFIDENTIAL. Novartis business use only. The Ilaris 2012 media focus has been data-driven and positive 8 Ilaris media coverage focused on SJIA and TRAPS data announcements highlighted at EULAR, PReS and ACR over the past year

9. CONFIDENTIAL. Novartis business use only. However, Ilaris safety questions around gouty arthritis attracted media attention in 2011  Range of articles, majority US, covered the FDA Ad Comm  55% of original articles discussed efficacy of ACZ885 in a positive light  80% of original articles discussed safety of ACZ885 in a negative light 9

10. CONFIDENTIAL. Novartis business use only. The media profiles of Ilaris indications/investigative indications are variable 10 Despite advocacy group and pharma efforts, media coverage of individual rare diseases remains low Source, Factiva search 12 months up to 18 Sept 2012

11. CONFIDENTIAL. Novartis business use only. In our focus area for 2012, Novartis drove coverage 11 CAPS Gout and gouty arthritis SJIA Need to raise profile in GA Source, Factiva search 12 months up to 18 Sept 2012

12. CONFIDENTIAL. Novartis business use only. Digital/social media driven by patient advocacy groups and pharma companies 12  Caregivers are more active on social media than patients Rareconnect.org, CAPs Family Network  Physicians use for self education and interaction is limited “Society could do more to help in early diagnosis/recognition for those patients who live far away from specialist centers” KOL “Patients and parents are always looking for information…education for patients is very important” – Italian KOL

13. CONFIDENTIAL. Novartis business use only.  Varied engagement and experience in Ilaris due to local access issues  History of negative safety reporting (FDA Ad comm/ misunderstanding of research strategy)  Patient population dictated by regulatory & reimbursement  Audiences unsure of target population  Rare diseases often of lower priority for media coverage  SJIA/GA data gap in 2013 Key takeaways: issues and opportunities 13 Issues Opportunities Novartis must drive the value proposition and unmet needs in rare diseases to support launches & investigational development  Potential first-in-class EU launch for GA patients in great need, currently without treatment options  Media interest in gout already high  ACZ885 will be the first IL-1 beta medication in SJIA, providing hope for unresponsive patients/potential improved safety  Stage set by positive data coverage  Social media use by patients and HCPs currently limited, offering opportunities to own the space  PII AI data at 2013 congresses  CAPS label extensions/new approvals

14. CONFIDENTIAL. Novartis business use only. Maximize success of launches in 2013 and beyond by communicating a simple story: No matter how rare, Ilaris goes wherever the science and need leads Our strategic vision 14

15. CONFIDENTIAL. Novartis business use only. Key 2013 PR objectives 15 S2 SI Emphasize unmet needs of target patient populations to reconfirm Ilaris unique value proposition  Characterise GA indication patient group in the minds of payers and rheumatologists, emphasizing low numbers with exceptional pain-relief needs  Raise awareness that children with SJIA urgently need new treatment options despite approved biologic  Ensure preparedness to drive future disease awareness in PII indications Ensure understanding of IL-1B as key driver of inflammatory conditions, linked to Novartis laser-focus on science  Characterize and communicate the role of IL-1B in target indications through data and regulatory announcements  Harness Novartis in-house science and research story to communicate company’s ethical approach to medicine, exemplifying Ilaris Expand scientific and community understanding of Ilaris efficacy and safety  Educate on Ilaris gold standard approach, with unique patient benefits (B- confident registry, several years of real-life patient experience, breadth of clinical investigators with product experience)  Package material in ways that can be easily used by CPOs for their own local needs  S3

16. CONFIDENTIAL. Novartis business use only. Key 2013 PR objectives 16 S5 S4 Continue to identify, up-skill and harness Ilaris product and disease champions (internal and external)  Support and motivate CPOs and investigators to continue Ilaris story locally (internal and external)  Where appropriate, begin to identify and up-skill thought leaders in PII indications (incl. periodic fever syndromes) Ensure market preparedness for upcoming launches  Identify, prepare and roll-out communications surrounding GA and SJIA approvals (incl. scenarios, etc.)  Work with CPOs to ensure timely, on-target materials and support that meet local needs

17. CONFIDENTIAL. Novartis business use only. Key audiences for 2013:  Media (top tier, key rheumatology trade)  Internal audiences (CPOs)  Rheumatologists  Patients/Caregivers/Advocacy groups  Payers  Financial community Target audiences 17

18. CONFIDENTIAL. Novartis business use only. 18 Key messages confirm leadership position Update complementary messages for Ilaris individual disease areas Novartis Focused on patient and science to deliver better drugs where unmet needs are greatest Underlying disease burden Critical need for new treatment options, as many patients continue to suffer Ilaris Targeting IL-1 beta, a key driver of several inflammatory conditions

19. CONFIDENTIAL. Novartis business use only. ILARIS PROGRAMMING 19